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The University of Southampton

MANG6266 Advanced Digital Communications

Module Overview

This module provides an examination of the core concepts and theories that underpin digital marketing communication, including a review of different platforms and approaches. Platforms include social media, online adverting and PR, gamification, search and retail systems. Theories include approaches to critiquing technological progress, diffusion of innovation, aspects of play and of community and issues relating to the co-construction of value. The module also considers ethics in the use of digital media and how digital media may be used for research. The theoretical approach taken in the module invites consideration of dissertation topics.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • key platforms and practices underpinning digital marketing;
  • a range of emerging online cultures and behaviours;
  • theoretical perspectives that can be used to assess and critique digital marketing practices;
  • examples of innovative approaches to digital marketing.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • select and apply theory to understand aspects on online culture and behaviour;
  • evaluate contemporary digital marketing activities, including ethical considerations;
  • analyse the business challenges of developing successful digital marketing strategies;
  • apply the principles of effective digital communications to digital communications campaign.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • plan and work independently;
  • explain concepts clearly and critically apply these to marketing practice.


• Theories of technological adoption and use • Theories of online culture and behaviour • Key online marketing platforms and approaches including social media, gamification • Community development and content curation • Principles of Search engine optimization • Emerging digital marketing challenges and opportunities • Systems of measurement and research using digital media • Legal and ethical issues in the use of digital media

Learning and Teaching

Teaching and learning methods

The module will be delivered through interactive lectures and in class discussion. You will also be expected to work online to share ideas with other students and a broader audience. Learning activities include: • Interactive lectures and discussion • In class and online debate • Development and maintenance of a shared learning space • Peer review and discussion on online material

Independent Study126
Total study time150

Resources & Reading list

Marketing Theory. Journal

Journal of Consumer Research. Journal

Module Resources. Up to date supporting texts, articles and video resources will be provided as applicable in this fast changing business environment.

Journal of Consumer Culture. Journal

Journal of Marketing. Journal

Consumption Markets and Culture. Journal

Internet Research. Journal





MethodPercentage contribution
Portfolio  (4000 words) 100%


MethodPercentage contribution
Report  (3000 words) 100%


MethodPercentage contribution
Report  (3000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


There are no additional cost implications for this module, although you may choose to telephone or call external organisations as part of your practical project.


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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